As you may know, Expansion Ventures, Inc. is a periodontal consulting firm with over 20 years experience working with specialists. In the last nine years we have devoted ourselves entirely to periodontists. Our main programs deal with improving referral relationships and comprehensive case acceptance. Being experts in periodontal marketing, many of our clients have asked us whether or not they should have a website.

Should You Have a Website?

In the future not having a website will be like not having a sign out front - unthinkable. But for now it is more in the category of a practice enhancement - IF DESIGNED CORRECTLY. However, if it is not designed right, a periodontal website can actually become a practice liability.

There are definite dangers if you have your website designed by a company that doesn't understand periodontics. The purpose of this article is to explain these dangers and invite you to speak with us if you are considering a website.

Danger #1: The Referring Dentist

I have not found one website company that really understands specialists. Dental specialists, especially periodontists, have not one but TWO clients, the patient and the referring dentist. And the referring dentist is your key to practice growth.

Many websites encourage direct referral to the periodontist and minimize the general dentist's role. One of the first visitors to your site will be your referring dentists. It must be oriented in a way to impress them with your willingness to work within the referral framework. A periodontal website should first be designed with your GPs in mind.

Danger #2: The New Patient

Before building a website, it is important to understand who is going to look at it. First will be your doctors and therefore it must enhance your referral relationship with them (see Danger #1). The second largest audience will be patients who get a referral slip with your website address on the bottom and decide to look at your site before calling in to schedule.
Therefore the second major purpose of your website should be to encourage patients to come in for their first appointment.

Danger #3: Demotivators

As you know, many patients get referral slips and never call in. Also, some schedule but no-show for their first appointment. Your website must motivate new patients to call in, schedule, and then arrive.

Things that lower motivation MUST NOT APPEAR in your website.
Examples of Demotivators are:

	Pictures of surgical procedures or detailed descriptions of surgery.
	Details regarding surgical pain, post-op recession, etc.
	Information you would normally find on an Informed Consent.
	Details about your strict or restrictive financial policies.
	Large intake forms that must be filled out before coming in.

Danger #4: Treatment Motivation

The third most important audience for your website will be new patients who have been given a treatment recommendation and are deciding whether to go ahead or not. In this category you also have the spouse/parent who checks your website to see why the patient needs treatment. For these patients, the explanation of procedures must motivate them to go through with
treatment. Besides not having Demotivators (as in the previous section), it is important to have MOTIVATORS for treatment on your website. Therefore your website should have:

	Detailed information explaining why treatment is important.
	The consequences if treatment is delayed.
	Why it makes financial sense to go ahead with treatment now.

Danger #5: The Wrong Look

Don't have a glitzy site complete with video clips and other amazing graphics. Not only do these sites take a long time to load but they do not address the right audience. Your general dentists and patients are not teenagers who have grown up with computers and the internet. They are middle-aged adults who want to be comforted by a familiar presentation. They will be suspicious of ultra modern multi-media.

A periodontal site also needs to be well organized, easily navigable, and answer patients¹ most frequently asked questions.

Websites ARE a Good Idea

While we've talked at length about the dangers of incorrectly designed periodontal websites, a correctly designed site can nicely enhance your practice. Patients who visit your site will be more likely to call in and go through with treatment. In addition many GPs are becoming internet conscious and will see you as more progressive. They will also appreciate the referral relationship orientation of your site.

Other advantages of a website are that hosting (at least with us) is inexpensive and you will be ahead of the game when GPs start digital x-ray transmission and e-referring. A well-designed site can increase your referral relationships and bring more patients into the practice. However much of the larger financial rewards of having a website will be in the long-term future.

A Final Warning

The final danger of doing a periodontal website is getting so wrapped up in developing it that you lose sight of your traditional referral marketing activities. It is important to stay current on your reports, doctor calls, doctor interactions, doctor meetings, etc. Building a website should be PART of an overall marketing plan, not replace what you are currently doing.

For this reason, you want to go with a Website Developer who is experienced in periodontal marketing and can provide you with a good periodontal template to modify.

If You Would Like More Information

We would be happy to send more information on creating a website for you or modifying your existing one. We have in-house staff devoted solely to creating, modifying, and hosting professional websites. And as periodontal marketing specialists, we will show you how your website can be integrated into your overall marketing activities with success.

Regarding Fees

We don't believe you should have to spend $5-7,000 for a periodontal website. Our fees for website creation, modification, and hosting are quite modest.

It Starts With a Consultation

If you are considering a website, the first step would be a no-charge consultation to understand how you would like to be presented on the web and give you samples of similar sites we have developed. Call (877) 957-5390, or click here for a free web site consultation today

We look forward to speaking with you.

Sincerely,

George Bristol
Periodontal Consultant