Web marketing services for dentistry professionals, who are increasingly looking for web marketing platforms to increase their visibility, are expanding as demand for their services grows.
A survey from PricewaterhouseCoopers found that more than half of US dentists surveyed said they’d be willing to use web marketing in the future, up from just over a third last year.
The survey, conducted by the firm in conjunction with The American Dental Association, also found that the growing use of online services has prompted some dentists to rethink how they advertise and manage their online presence.
“With our survey data, we’ve identified some challenges and opportunities that dentists have faced in the past, which could impact their ability to continue growing their market,” said Richard E. Schulman, a vice president at PricewaterHouseCoopers, in a statement.
The data from the PricewaterHOU survey found that dentist organizations are spending more money on digital marketing and that digital advertising spending is up 7% in the last year alone.
However, while digital advertising is still at a low level compared to traditional media, it’s not nearly as prevalent as it was a few years ago.
That’s partly due to the shift in the digital landscape, which has resulted in the emergence of new technologies that help dentists market their services more effectively.
For example, more and more dentists are now using mobile devices to market their service.
This includes using the AppNexus app, which was recently acquired by Apple for $1 billion.
“As more and better devices become available, the opportunity to create a new experience that is more relevant and effective for a given patient population and that’s engaging to the consumer, is becoming more compelling,” said Jeffrey R. Gaudet, CEO of Dentifly, a digital marketing company, in an interview with Forbes.
“So, the industry is evolving and that is where we see an opportunity.”
In addition to increasing their digital spending, dentists may be able to tap into new digital platforms such as social media.
“The internet is now the new gold standard for communication,” said David Henn, chief marketing officer of digital advertising firm WME.
“And in this age of social media, where every tweet, every Facebook post, every Instagram post, is going to be seen and commented on by thousands of people, that’s the most effective way to communicate with your patients.
So there is a lot of potential there.”
The rise of digital marketing could also have a positive impact on dentists’ bottom lines.
According to a study by McKinsey & Careers, the growth in digital marketing for the health care industry is projected to increase by a staggering 6.6% annually from 2020 to 2035.
While it’s true that digital marketing has been growing for years, the rise in digital spending may not be as great as it once was.
In the past few years, dentistry spending on social media has dropped by about a third and digital advertising revenue is projected at $1.9 billion by 2021.
However to offset that, the demand for dentist services is expected to grow as more people become digitally savvy.
In fact, more than one in five dentists say they will be using a digital service in the next three years, according to the survey.
“We’re seeing a huge increase in our digital market and we see the industry changing so rapidly that there’s a lot more opportunity,” said Schulmen.
“Dentists have been using technology to communicate and we’re seeing that the internet is changing the way we communicate, which is great for the industry.”
For more information on the PricewhouseHOU survey, please visit www.prw-health-care.com.