Emmott on Technology: Google Becomes the Middleman in the Dental Patient Referral Process

Emmott on Technology: Google’s Impact on Patient Referrals
Thursday, December 27, 2012

In 1962 the absolute best way for a new patient to enter your office was as personal referral from an existing satisfied patient. Fifty years later in 2012 a personal referral is still king.

However, there is one huge difference between 1962 and 2012…Google.

In 1962 when someone was given your name as a good dentist they would go home and look you up in the yellow pages, get the address and phone number then call for an appointment. In 2012 when they get your name are they going to look you up in the phone book? No, not unless they are over 90 years old and living in Siberia.

They are going to Google you. They might go home and Google you on their desktop or they might just Google you with their smartphone. Either way what will they find?

At the minimum they will find the address and phone number they were looking for. They might also find some user reviews. If the reviews reinforce the personal referral, that’s great. But what if the reviews are not so good? People give online reviews close to the same importance as a personal referral, and if you have several one star reviews with comments like, “terrible” “avoid at all costs” “worst dental experience ever” the person who received a personal referral is likely to look elsewhere.

What next? If the reviews are OK the prospective new patient will click to your website.

No website? What does that say about you?

On the Website the prospective new patient will look at the doctor’s photo and bio, browse the team members photos, check to see if you take insurance, and then call.

So far Facebook has not played a part in this scenario. People do spend a lot of time on Facebook interacting with friends, however when it comes to searching for a local business Google is still king. Facebook—or social media in general—may play a role once a patient is established. Facebook can be a great tool to create a practice community and keep people engaged. Facebook could also be the source of the personal referral that started all this.

In 1962 the young mother who just moved to town might ask a neighbor about a dentist. Today that person might ask their Facebook friends. However, even if the referral comes through Facebook the prospective new patient is still likely to go to Google for the phone number to call, and all the rest will follow.

Note: All this is based on a patient getting your name from a referral source and Googling your name. That is not the same as a patient Googling randomly for a dentist. Attracting a random surfer who has simply searched the word dentist involves SEO, PPC and a whole herd of new online marketing techniques that may or may not be appropriate for your office.

In 2012 it is still very much OK to depend on word of mouth, one on one, personal referrals and internal marketing. What has changed is what the person does after he or she gets the referral.

Here it is again:

  • 1962: Referral → Yellow Pages  Phone Call
  • 2012: Referral  Google  Practice Reviews  Practice Website  Phone Call 

What comes up when you Google your name? You had better know, because all your future patients will. The future is coming and it will be amazing!

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