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Specialists Have Special Needs for Internet Marketing

July 31st, 2007 · No Comments

Dental specialists have two audiences: patients and referring dentists. Each of these markets needs unique information about the specialist’s practice.

Let’s say Dr. X is an endodontist who wants to provide online information for referring doctors and potential patients. Does he need two Websites? Not necessarily. One Website with two entrances can do the job. The homepage of the site could feature two buttons: Referring Doctors’ Entrance and Patients’ Entrance. One site. Two markets.

The referring doctors’ side may feature:

  • a letter of introduction from the specialist – one professional to another
  • technical information about the procedures, products, and technology the specialist uses
  • forms and contact information to make a patient’s transfer easy
  • the specialist’s bio, including continuing education, associations, and practice philosophy

On the patients’ side of the Website, content may include:

  • a warm welcome
  • information about the specialist and team
  • FAQs
  • services and technology (in layman’s terms)
  • financing information
  • postoperative homecare instructions
  • a contact page with a map

A good dental Web design firm will work hard to create a custom site that meets your unique needs – instead of trying to force your practice into a prefabricated mold. The company you hire for your online image should take time to learn about your practice, services, target audience, and philosophy for patient care. Then they can present concepts that will work to your advantage, like Dr. X’s specialist site with two entrances.

For more information on custom Web design, visit

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