We are now living in the time of the coronavirus crisis, also called COVID-19, whose ease of spreading has caused the borders of entire countries to shut. It’s a sad time, with many people losing their lives, jobs, and the ability to provide for their families.

Life in the United States and worldwide has become a stuck-at-home living groundhog day life. We’ve come to learn more about sanitary practices like washing our hands more regularly, working remotely, social distancing, self-quarantining, and never taking hand sanitizer or toilet paper for granted again.

What is Social Distancing?

Canceling events likely to draw crowds is an example of social distancing. Social distancing deliberately increases the physical space between people to avoid spreading illness. Staying at least six feet away from others lessens your chances of catching COVID-19.

Other examples of social distancing that allow you to avoid larger crowds or crowded spaces are:

  • Working from home instead of at the office
  • Closing schools or switching to online classes
  • Visiting loved ones by electronic devices instead of in person
  • Canceling or postponing conferences and large meetings

– Source John Hopkins

What is Self-Quarantining?

People who have been exposed to the new coronavirus and who are at risk of coming down with COVID-19 might practice self-quarantine. Health experts recommend that self-quarantine lasts 14 days. Two weeks provides enough time for them to know whether or not they will become ill and be contagious to others.

Self-quarantine involves:

  • Using standard hygiene and washing hands frequently
  • Not sharing things like towels and utensils
  • Staying at home
  • Not having visitors
  • Staying at least 6 feet away from other people in your household

– Source John Hopkins

The Initial Effects of COVID-19 on Dental Practices

With increasing restrictions, small businesses everywhere feel pressure as they are forced to close their doors amidst the coronavirus.

Except for essential services, your dental practice has closed its doors. In fact, in Florida, it was mandated to close all dental offices until May 8th!!!

All hospitals, ambulatory surgical centers, office surgery centers, dental, orthodontic and endodontic offices and other health care practitioners’ offices are directed to immediately cease performing elective services until May 8, 2020.

Through the issuance of Executive Order 20-72, Gov. Ron DeSantis has mandated the prohibition of any medically unnecessary, non-urgent or non-emergency procedure or surgery in the state of Florida. Dentists would still be required to see emergency patients. All non-essential elective medical and surgical procedures, including dental procedures, are included in order to conserve medical supplies and resources, preserve essential resources and control the potential spread of COVID-19. (Source Florida Dental Association)

There’s a good chance you have had to lay off staff or get creative with time off. Times are challenging due to the coronavirus, and many businesses will not make it.

With doors closed, it is only natural that you will be assessing all your dental office’s business expenses. This includes marketing; however, slashing marketing out of the mix could be a colossal long-term mistake if you reopen your practice once the coronavirus is no longer a threat.

4 Dental Marketing Strategies to Consider in COVID-19 Times

  1. Increase Your Exposure on Local Search

    Search engine optimization is excellent, but for dentists, the real key is local SEO. Local SEO takes some time to achieve top rankings, but those top spots produce the traffic your dental office wants and needs.

    92% of people searching for local businesses will select one from the first page of the results. If you’re not on page 1, this is a good time to squeeze the gas, not pump the brakes, and get your practice ranking more competitively.

    Instead of cutting back on SEO during the coronavirus, please take advantage of this to get ahead of your competitors who may have cut back on their SEO or are neglecting it altogether.

    If you are willing and have the time to learn a bit of SEO and make it a DIY project, then many online resources teach you how to create and optimize your GMB listing and other strategies to guide you through some of the essentials.

    Not much of a Do-it-yourself-er, then working with an SEO service for dentists may be ideal. Be careful when choosing one; some promise the world and can’t deliver on it.

    Investing in strategies like local SEO is a longer-term play that allows your business to attain top rankings. Once achieved, local searches in Google for dental services will produce an inflow of traffic ready to convert for a fraction of the cost of other tactics.

  2. Stay Connected via Social Media

    Out of sight, out of mind. Maintaining that connection with your current social media communities is a good idea. Communication is essential while we work towards eventually bouncing back from coronavirus, as in crisis.

    You want your following to know that your practice owners and practice are a part of the community. Post regularly, post consistently, and interact with commenters.

    I recently saw a YouTube post from a practice owner where she spoke about how they found out about the impacts of the virus and a tiny timeline that led to them having to close their office. Videos like that help remind us of the people behind the dental offices and how this is affecting them also. I enjoyed the video and thought it was an excellent way to connect.

    If you have a hard time coming up with things to share, check out these resources for post types for all social networks or just this one for a list of dental office Instagram post ideas you can integrate into your schedule.

  3. Create New Content and Create New Ranking Opportunities

    Purposefully creating content for your website increases the variety of keywords it can rank for, and it also helps to strengthen your SEO. This is one of those strategies you may even want to double down on if you want to increase your search engine exposure.

    Content comes in a variety of forms on the internet. Here are 113 different content types that you can create. Re-purposing your content, which uses the same information to create two different types of content, can also make the process more cost-effective.

  4. Update and Upgrade Your Website

    This quiet time for your practice is an excellent time to take a comprehensive look at your website and clearly understand its strengths and weaknesses.

    Its strengths should be enhanced, its weaknesses remedied, and turned into strengths as much as possible.

    Some areas to review are:

    • Website Speed
      You can visit here to test and analyze your website’s speed. The greater the speed of your dental site,e better the experience your users will have. Better experiences result in positive shifts in Google’s search engine rankings.
    • Content Management System
      Another area is the CMS your website is built on. Here are a few questions to determine if the CMS your dental website runs on now is worth keeping:
      • Can you add, edit and remove content from any part of your website whenever you want?
      • Does your website represent your business well when viewed on mobile devices?
      • Is it kept up-to-date with regular functionality and security updates?
      • Is it your website to keep, regardless of if you stop using your current marketing company?

    We recommend WordPress to all our clients and offer free website migration to WordPress.

    When looking at your site, thinking ahead will help you identify areas where development is needed for it to work better.

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