Moz.com quite rightly states that mobile customers are the new focus group when it comes to understanding how to show off your company’s products and services.
Although it might not seem obvious, dental marketing is having to adapt to this increase in mobility too, in order for practices to engage and reach their audiences.
The reality is that when it comes to deciphering whether or not your message is suitable for your audience, traditional forms of focus group aren’t relevant anymore. This is because consumers, including your patients are likely to behave in one way when they’re being observed and a completely other manner when they aren’t.
In fact, you may have already noticed that thanks to the internet, there are many ways for your audience to comment on your products and services, whether their feelings are positive or negative.
It’s important to make sure that you are staying on top of this by making your dental practice easily reachable through mobile devices. For example, when you are designing your website, you need to make sure that it’s optimised for mobile devices, which includes both smartphones and tablets.
By doing this, you can analyse where the majority of your traffic is coming from and if they are finding information about how to book an appointment or teeth cleaning via desktop or mobile methods.
Other data you can collect about your patients is what kind of device they use, how long they’ve spent on your site and use their behaviour and actions to expand customer profile data, and therefore give them a better overall service.
Don’t forget that newsletter and eshots should also be optimised for mobile, this is particularly important because research by Moz has shown that mobile customers are more engaged than desktop-only users. In fact, 51 per cent of total digital time is spent on mobile than on other, more traditional outlets.
Use this to your advantage, and encourage your patients to fill out feedback online or via an email survey, rather than in person. You’re much more likely to get more information that is honest than you would on a paper form.
For information on how we can help your surgery improve and optimise your newsletters and websites, contact Designer Dental now.