Micro-Moments: Key Takeaways for Dentists

October 12, 2016 by AACD Executive Office
By Alyssa Noonan, Director of Operations at Viviosites

Google recently compiled and published a wealth of data in their new e-book, “Micro-Moments: Your Guide to Winning the Shift to Mobile.” In this e-book, they provided 28 pages full of statistics, tips, and case studies on mobile search that is aimed at helping both large and small businesses understand the importance of going mobile. Here are the top 8 takeaways most relevant to your dental practice.


1) 87% of Millennials said they “always have their smartphone at their side, day and night.”

Millennials range in age from 16 - 33, meaning that a large amount of your patients use their smartphone almost constantly. This age range encompasses the 18-20 year old crowd seeking a dentist of their own, the 27 - 33 crowd who are having children and looking for a pediatric dentist and every type of patient in between.


2) Websites in the United States have seen a 20% increase in mobile’s share of online sessions.            

If your dental practice’s website isn’t mobile friendly, this means in 2016 you are missing out on more patients then ever before.


3) People are more loyal to their need in the moment that to any particular brand.

For your practice, that means a patient is more loyal to their need – a toothache, for example – then to their primary dentist. When a patient is experiencing pain, all loyalty goes out the window; what becomes important is “who can see me NOW?” If your practice gets the emergency appointment and is able to help a patient in pain, you have won that patient for life. But how to get the emergency appointment?
 

4) 51% of users discovered a new company when conducting a search on their smartphones.

By being found on the first page of a mobile search, your practice is more likely to receive an appointment request than a practice on page 2. Google says it best, “Ultimately, showing up gets your brand in the game to be chosen, not just seen.”


5) Know and Grow Your Share of Intent.

According to Google, ‘Share of Intent’ is the overall percentage of times your company appears in category related searches. This lets you know how many times your practice shows up in the search results when a dental-related keyword is searched.

While it is fantastic to show up on the first page of a search for ‘dentist in your town,’ Google is also advising businesses to close the gap on related searches. That means you need to come up for a whole slew of dental related keywords in order to “be there” when your patients search.

 

6) “Near Me” searches have doubled in the past year.

More searches than ever contain the words “near me,” so if you want to be seen, you want your practice coming up on the first page for terms like “dentist near me” or “emergency dentist near me.”


7) 73% of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand.

If your practice is consistently providing useful information to your current and potential patients, you are more likely to be chosen as their dentist. Useful information can mean blogs, newsletters, patient education, or even social media posts.

8) If your mobile site doesn’t quickly meet your user’s needs, only 9% will stay. Even worse, 29% will immediately go to a competitor’s site!

In our opinion, these two statistics are the most important of the entire 28 page e-book. If your dental website does not deliver, has poor navigation, or loads slowly, you have just lost 91% of your potential new patient pool.

Where did they go? To a competitor! 29% of those users are then going to click back to the Google results and choose a competitor.

By not having a user-friendly, mobile-optimized website, you are HANDING THE COMPETITON NEW PATIENTS.

In 2016, a mobile friendly website can truly be the difference between bankruptcy and early retirement.
 

With more users than ever turning to their smartphones, will you be there when they search?

 
Visit our dental website design page to learn more about how VivioSites can be your patient-finding solution by building an optimized, mobile-friendly website.

Want to read the entire Micro-Moments: Your Guide to Winning the Shift to Mobile e-book? Click here.               

 


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