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Marketing Your Practice

Learn more about the basics of purchasing a dental practice. 

For many dental professionals, launching a practice of their own is the ultimate dream come true. Starting up your own practice gives you the freedom to be your own boss, set your own hours and rates, and focus on your favorite specialty. 

Many providers feel that they earn more as practice owners, as well.

There are, however, some things that buyers should first consider before taking the plunge – such as initial start-up costs for starting your own dental practice, which typically hovers around $500,000

Purchasing an existing dental practice helps cut down on costs that come with starting from scratch, such as purchasing equipment and supplies or applying for permits. A pre-existing dental practice also provides buyers with the convenience of a built-in staff and customer base.

Read on to learn more about the basics of purchasing a dental practice.

Pricing for Purchasing a Dental Practice

A practice’s pricing and overall purchase cost are largely determined by the state of the marketplace. In most cases, the average sale price of a pre-existing dental practice is approximately 65% of the past year’s gross receipts, though it may vary anywhere from 50-100%.

With this information in mind, you may still be wondering: what is the value of a dental practice? No two practices are alike; surely the sale price can not rely solely on gross receipts. 

Truthfully, the sale price is affected by a myriad of factors, such as:

  • Equipment value
  • Treatment room setup
  • Location
  • Demographics
  • Net profits
  • Historical performance
  • Number of patients served regularly
  • Square footage
  • Growth potential
  • Experience and credentials of existing staff members
  • Overall cash flow

What to Consider Before Buying a Dental Practice

Location

Like any business, a dental office’s location plays a key role in its overall success. A practice in a rural area with a stagnant or declining population will likely make considerably less than a practice that operates in an up-and-coming urban or suburban area. Moreover, a dental office that is situated in a bustling area that has direct access to public transit, enjoys plenty of foot traffic, and boasts off-street parking does very well in comparison to an office that is located in a small, rural area that can only be accessed by personal vehicle.

 

Visibility from the street plays a large role, as well; a building that is easily identified from the street is typically preferred over one that is tucked back away from the road and a bit difficult to access. Your visibility can actually serve as a form of valuable exposure from both vehicle and foot traffic.

 

Consider if the location is convenient for your patients; for instance, a private parking lot is much more convenient than finding street parking, paying a meter, and having to walk a considerable distance. As the buyer, you will also want to take a look at other dentists in the immediate area, as they will be your competition. Do some research on the services they offer, their rates, and online reviews. Take note of what people like about their practice – as well as what they don’t. This is all valuable information that you can use to your advantage. If there are numerous dental practices in the immediate area that will be close competitors, you may want to consider opening your practice in another region where there will be less competition.

Demographics

Examining the demographics of your prospective new practice will help you determine what sort of ROI (return on investment) you can expect to see, as well as your projected long-term growth.  Consider your plans for the practice and apply them to your research as you examine the demographics. If you plan on opening a pediatric dental practice, you’ll want to choose an area that has lots of young families. If you wish to focus on denture patients, an area that has a large community of 65+ individuals would suit you best. 

 

Unfortunately, many older individuals avoid pursuing the care they need due to a lack of coverage under Medicare, but that may be soon to change. This could make a big difference for both practice owners and patients alike. It’s also important to take a look at the average income level; you will need to be sure that your patients will be interested in (and can afford) the services that you have to offer. 

Cosmetic dental treatments like dental implants and dental veneers tend to be quite pricy and are rarely covered by insurance. Consequently, if you plan on focusing on cosmetic dentistry, you will want to target a wealthy area rather than an area with lower income levels, where people will be less likely to pursue expensive optional treatment.

Staff Training

Your staff members are the face of your business; it’s important to ensure that they uphold your standards and have the experience and education they need to perform their job duties. If you plan to purchase and take over a pre-existing dental office, it is highly likely that the staff members will come with the practice. Employee turnover can be quite a headache, and in the dental industry, seasoned and experienced employees are worth their weight in gold.

 

The quality of staff is typically reflected in the overall sale price; a practice that boasts experienced employees that hold credentials is likely to cost more than a practice that experiences frequent turnover and has less experienced employees. Of course, you always have the option of helping your new staff receive the required training and education. The dental industry is constantly evolving, making continuing education (CE) courses a necessity.

 

Here at Safco Dental Supply, our resource center proudly provides free CE courses, industry guidelines and articles, webinars, and educational industry videos to help you acclimate and train your staff. We will ensure that both you and your staff are able to stay up-to-date with the latest protocols, training, and information in the industry. Our courses can be exceptionally beneficial for specialty or niche practices; for instance, if you specialize in endodontics, you and your staff may benefit from our course in bioceramic sealers or vital pulp therapy.

Historical Financial Performance

The historical financial performance of the practice will perhaps be one of the most important determining factors for your purchase.  For this process, you may want to consider hiring an accountant to ensure that a thorough professional evaluation can be carried out. If you are confident in completing the assessment on your own, check out this comprehensive dental accounting manual

 

Examine and review the financial statements of the practice at length to complete a cash flow analysis. This will give you a solid understanding of the financial trends and will help you determine if there is sufficient cash flow to turn a profit. Consider the types of insurances accepted, as well.

 

Buyers should also take a look at the collection ratio, which examines the relationship between production and income. A high collection ratio is a positive indicator; it shows that the practice is well-managed and avoids profit loss due to bad debt. Use the practice’s historical performance to envision the financial potential for the future. Is there potential for reducing overhead? What can you implement or change to increase profitability? 

Safco is Here for You, At Every Stage of Owning Your Practice

Whatever stage of practice ownership you find yourself in, Safco Dental Supply is here for you.

Check out our site to browse our extensive inventory of dental supplies and equipment for your new dental office. For more information about our products, feel free to give us a call at 800.621.2178.

Looking to bolster your COVID-19 protection for your new practice? We’ve got you covered.

Your dental practice’s website plays a massive role in the success of your business. Many people do thorough research online before selecting their new dentist; for this reason, it is absolutely crucial to ensure that your website is working hard to help attract new patients. 

 

Within this article, we will discuss everything you need to know about optimizing your dental practice website to successfully attract new patients.

 

Basics of SEO: A Quick Overview

SEO stands for Search Engine Optimization. SEO is the base foundation on which most of the search-based internet functions. 

 

To put it simply, Search Engine Optimization helps improve your website’s visibility and improves your Google search ranking through the use of targeted keywords and other tactics. The higher your website ranks on Google, the more likely it is that your website will be discovered and clicked on by prospective new patients. It is currently estimated that 91.5% of online traffic stays on the first page of results to find what they are looking for. This goes to show just how important search ranking is for your practice; if you find yourself ranking on the 2nd, 3rd, or 4th pages of search results on Google, it is very unlikely that prospective new patients will discover your website.

 

The Role of Mobile Optimization for Dental Practices

Mobile SEO is used to optimize websites for viewing on smartphones and tablets. This is one aspect of website development that is incredibly important, but may at first be overlooked. 

 

It is currently estimated that over 60% of website traffic comes from mobile devices. This figure is increasingly growing; in 2015, it was estimated that roughly 31% of website traffic originated from smartphones and tablets. This figure can only be expected to grow as mobile device usage becomes increasingly popular.

 

With over half of your traffic originating from mobile searches, it becomes increasingly important to ensure that your website is mobile-friendly and easy to navigate. The importance of mobile optimization not only stems from audience satisfaction; Google actually registers and ranks mobile-friendly websites higher in order to cater to mobile device users. Consequently, the more mobile-friendly your website is, the better chance you have of it being discovered during mobile searches.

 

Below are some of the best practices to make your website mobile-friendly:

  • Responsive Design and Layout: When you implement a responsive website design, it will automatically rescale itself depending on the device that is being used to view it. This ensures that visitors will have a pleasant and simple experience, whether they are viewing on a desktop computer, mobile phone, or tablet.
  • Optimize Website Speed: Your website’s speed plays an immense role in its success. It is currently estimated that 40% of visitors will leave a website and search for another if it takes more than just 3 seconds to load. Google also factors loading speed into ranking.
  • Interactive and Tasteful Pop-Ups: We have all encountered a website that bombards the user with annoying pop-ups that are distracting and hard to get rid of. Pop-ups can be effective as a CTA (call-to-action), but it is important to make sure that they are done in a tasteful way.
    Set your pop-ups to appear when the reader has scrolled down at least 70% of the page. Make sure that the pop-up itself is mobile-optimized and easy to interact with, placing CTA buttons that are easy to use with the touch of a finger.
  • Declutter: While you want to create an eye-catching and interactive website design for your dental practice, it is important to remember that a cluttered design can be confusing and difficult to navigate.
    When designing your dental website, it is important to create a neat and functional design that is visually pleasing while encouraging quick and simple navigation. Keep it simple!
  • Large Buttons: Large buttons make it easy for mobile users to navigate the site. Be sure to place large call-to-action buttons that are easy to use. Keep in mind that mobile users are using their fingers to explore your website, not a mouse.
  • Perform Mobile Testing: Of course, the best way to test if your website is mobile-friendly is to test the experience yourself.  Be sure to regularly test out your website on your own mobile device, being sure to test out all buttons and navigation tools. This can often be the most effective way to ensure that your audience is receiving a simple and enjoyable viewing experience.

 

4 SEO Tips to Use for Your Dental Practice Website

Below are 4 of the best dental SEO tips to use for your dental practice website:

  • Optimize Your Dental Site with Target Keywords Your Patients Search
  • Create Quality Online Content for Dental SEO
  • Optimize Dental Services Pages
  • Strategize Around Local SEO for Dentists

 

Continue reading for an expansion on each of these vital SEO tips.

 

Optimize Your Dental Site with Target Keywords Your Patients Search

A high density of SEO keywords can help bolster your search engine rankings and ensure that you are able to attract the attention of people in your local area who are searching the web for a dental practice like yours.

 

For instance, if you own and operate a pediatric dental facility in Los Angeles, you would use SEO keywords such as:

  • Pediatric dentist in Los Angeles
  • Pediatric dental cleanings in Los Angeles
  • Pediatric dental fillings in Los Angeles
  • Pediatric dentist near me
  • Best pediatric dentist in Los Angeles

 

These keywords are designed to target prospective new patients who are in the Los Angeles area and searching for a new pediatric dentist. 

 

Create Quality Online Content for Dental SEO

When you create quality SEO content for your dental practice website, you are ensuring that your site has high-quality, informative, and high-ranking content that works seamlessly with Google’s algorithms.

SEO-optimized content is much more likely to attract more traffic and engagement. Consequently, this means increased patronage and revenue for your practice.

 

Optimize Dental Services Pages

Your website should feature detailed dental services pages that you can use to provide your patients with information about the services you have to offer in your practice.

Within these pages, your patients will learn everything they need to know about the dental treatment they will need. For many people, this helps provide peace of mind and allows patients to feel like an informed and equal partner in their treatment.

 

The value of your dental service pages doesn’t stop there; they can also be used for SEO optimization. 

By using targeted SEO keywords within your dental service pages, you can help bolster your Google search rankings and dramatically improve the chance that your website will be discovered.

Providing a Call to Action (CTA) at the end of each service page is imperative; be sure to provide your practice’s contact information and encourage readers to schedule an appointment in your office. Finding this valuable information coupled with information on how to move forward with the treatment they need can be absolutely invaluable for prospective patients. 

 

Strategize Around Local SEO for Dentists

As previously mentioned, including your local area within your SEO tactics can be invaluable in improving your website’s visibility.

This tactic helps narrow down who discovers your website. It certainly is much more beneficial for prospective new patients in your local area to discover your site rather than someone who lives several hours away – or even on the other side of the country.

 

The Role of Google My Business in Local SEO

Google My Business is an effective tool that allows you to manage your Business Profile on Google. 

 

Think of your Business Profile as an interactive and informative directory; it appears in Google searches with information about your business such as:

  • Business name
  • Location
  • Contact information
  • Website link
  • Hours of operation
  • Reviews from existing patrons
  • Photos of exterior and interior of business

 

Your Business Profile will also allow you to directly engage with your patients. You can use your account to answer questions, respond to reviews, and even send direct messages.

 

A Business Account that boasts high reviews and plenty of photographs is likely to catch the eye of someone who is searching for a reputable dentist. This is also a great way to build rapport and trust as a trusted provider.

What’s more, is that you can incorporate SEO keywords in your Business Profile to improve its search rankings in local results. This is another way to target people in your local area that are searching for specific dental services.

To sign up for Google My Business, simply go to google.com/business and create a free profile.

 

Tracking SEO Success for Your Dental Practice

It is important to ensure that your SEO efforts are fruitful and successful. Below are some of the best ways to track your SEO success:

  • Keyword Rankings: In order to test the effectiveness of your chosen SEO keywords, conduct a Google search using said keywords. The results of this search will help you determine how successful your campaign has been against your competitors.
  • Organic Traffic: Your website’s organic traffic is the recollection of visitors that have discovered your site organically through their own Google searches. You can measure the origin of your organic traffic by using Google Analytics.
  • CTR: Your CTR (click-through rate) is a recollection of how many people click through to your site after discovering it within their search. The higher your keyword ranking is, the better your chances of seeing your CTR increase.
  • Domain Authority: Your website’s domain authority measures how often your website will appear for the keywords that prospective visitors are using. The more relevant keywords your website has, the better your domain authority ranking.
  • Bounce Rate: Your bounce rate measures how many people click through to your site, and upon not finding the information that they are looking for, choose to click away and find another site. A high bounce rate typically signifies that you need to work on your mobile-friendliness, keyword density, or informative content.

 

Learn More About Marketing Your Dental Practice from Safco

The world of website design and SEO implementation may at first seem a bit intimidating for many people. Thankfully, with the information you have learned here, you will be well on your way to creating an informative, responsive, and high-ranking website that helps grow your business.

 

For more information about growing your practice, be sure to check out some of our informative dental blog posts, such as How to Attract New Dental Patients and How to Start a Dental Practice.

 

For high-quality den al products, place your trust in Safco Dental Supply. We provide a wide range of products to fit every need, with free shipping on orders over $250. From crown and bridge supplies to endodontic supplies, we have you covered.

We strive to get you your products as fast as possible. All orders placed before 4:30 pm CST (3:30 pm on Friday) are shipped out same-day.

 

Give us a call at 800.621.2178 to speak with one of our experts about finding the best dental supplies for your practice.

I get it, you are busy and your doctor wants you to acquire new patients. You also manage a barrage of other tasks and then you throw a New Patient call on the top of everything else. It feels like you will never get ahead or even meet expectations. After all, there are entire training courses on the New Patient phone call alone! I’d like to try and simplify it just a bit for you:

"It all starts with the PHONE:"

Ideally you are not the only person at the front desk, especially if the office has more than one hygienist. Here are a few rules of thumb to keep in mind:

  • Ask if you can put someone on hold before you do. There is nothing worse than calling an office and not getting a word in before you hear terrible on hold music. And if it’s a New Patient that didn’t get a strong referral from someone, they will hang up and move on.
  • Find out if they are a new or existing patient right away! If you are busy but there is someone you can hand the call off to, simply say “Welcome to the practice! We are looking forward to having you! I’d like to hand you off to Sally because I am helping another patient. May I put you on hold for one moment? She is sitting right here ready to take your call.” – or some version of this. Bottom line: tell them what you are doing and make then know you WANT to take their call.
  • The patient on the phone cannot see the patient in front of you! I’m sure you’ve heard this in countless webinars or consultant articles (like this one). Slow down, get your wits about you, and look the patient in the eyes, and tell them you have to take this call so you can call them back, whatever works and keeps the integrity of new patient call as well as the patient you are working with in person.

"Demographics:"

  • Get what you need and get out! Meaning, get some basic demographics. I see office’s ask if they can ask a patient over the phone if they are pregnant. Most women are going to tell you that. Before you end the call ask: “Do you have a latex allergy or is there anything else we should know before you come in?”

 

Now I’m a realist and I still occasionally work in an office and answer phones. I know darn well that you will inevitably have a patient walk in that needs to be pre-med, pregnant, special needs, etc. and it would have been GREAT to know in advance, but crystal balls don’t come standard with every dental practice. When you have a New Patient call sheet and you know the front office is trained and following it, the clinical team won’t blame the front office for not getting enough info on the phone first.

 

"Insurance and plan information:"

This is actually my favorite part! This is a well-debated topic, but I believe in this insurance-driven world we live in, it’s a necessary evil. Here are some tried and true verbiage for handling this: “Do you have dental benefits you’d like to utilize for your appointment? Great, if you have time, I’d like to get that information so we can be well prepared for your appointment.” Again, get what you need and get out. I know this isn’t a perfect world we live in, so here are some scenarios to work with:

  • Patient doesn’t have card with them: “Would it be okay if I sent you an email right now and you can respond to it? We just ask to get this back 3 days prior to your appointment.” This way you’ve not only got their email, you can communicate easier with the patient.
  • Patient has no clue what their plan is: “What I can do is email you a short list of what we’ll need, and you can respond back to me when you have it. We will just need the information 3 days prior to your appointment.”

This only works if you have a good system in place of checking benefits, especially for new patients, 3-4 days prior (try using Followupthen for your own email reminder). If you haven’t heard from them Email first, text next and last resort call.

Obviously, this isn’t a complete training on New Patient calls, but I hope it helps simplify things for your office. If this still seems like an impossible task, please consider outsourcing it! There are some great companies that were created specifically to help alleviate some of the workload. You can also refer to the previous two blogs if you want to know more about outsourcing certain admin duties.

"BONUS: Some of my favorite resources!"

Books: Moving Your Patient to YES! Easy Insurance Conversations. By Teresa Duncan. Administration with Confidence. By Charles Blair, D.D.S.

Virtual Administration: Dental Practice Enhancement

Insurance Training: Dental Insurance Skills Training

Send me an email for live administration training: DentalSuccessTraining@gmail.com

Bridget Fay Cseko, BBA, FAADOM
Revenue Cycle Coach, Speaker, Dental Admin Guru