Understanding Patient Preferences: Key Insights from Recent Surveys

Date: August 29, 2024
Category:

• Marketing
• Uncategorized

Author: Linnette Moore

As your digital marketing experts, we conduct ongoing research to help you create an impactful online presence. A key part of this research is regular interviews with patients who are seeking appointments from our clients. Here are the key findings from our latest patient surveys.

They Want Clear Navigation

A consistent comment from survey respondents was that they appreciated the clear navigation structure that made it easy to find the information they wanted about the dentist and the procedures they were interested in.

They mentioned the importance of:

• Easily finding information
• Clear information about doctors and services
• Detailed and organized content

What About the Tone of the Content?

They liked the tone of the content of the websites. They perceived that the approach was:

• Friendly
• Straightforward
• Honest

Many of our competitors don’t understand a key difference between dental marketing and most other marketing. Salesmanship that works in most marketing tends to backfire when tried in dentistry. The reason relates to the vulnerability that patients feel about dental care. Most dental disease doesn’t have symptoms, so patients have to trust that their dentist isn’t trying to sell them treatment they don’t need. We take great pains to train our writers to put aside any notions they have of salesmanship and write with a matter-of-fact tone. When the writing conveys eagerness for the patient to make an appointment, patients perceive that as your having a greater interest in your revenue than in caring for your patients. See our report about a research study we did on this subject.

Other Comments about the Content

Patients valued websites that provided:

• Detailed information
• Thorough descriptions of services
• Introductions to team members
• Insights into practice philosophy and patient care approach

Perceived Skill Level of the Dentist

A question we ask in the survey is what was their first impression, when they visited the website, of the skill level of the dentist. The responses ranged from high to very high.

When you have an attractive website with an up-to-date design and clear, well-organized content, patients then believe that you are also competent. When we add a flair to the design, they perceive you as very highly skilled.

Their perception of your fee level paralleled their perception of your skill level.

The Smile Gallery

When patients were seeking cosmetic dentistry services, the smile gallery was essential. For those patients, this was one of the first pages they visited. It provided visual proof of your skills and artistry.

Factors Influencing Final Decisions

Patients often visited multiple websites before making a decision, usually two to four other websites. The factors influencing their final choice included:

• Recommendations and research
• Clear and organized information
• Proximity to home
• Overall user experience

Conclusion

Our surveys reveal that a well-designed, informative, and user-friendly website is critical for attracting and retaining patients. Dental practices should focus on creating a high-quality online presence, ensuring easy navigation, providing detailed information, and maintaining transparency in services and costs. By understanding these patient preferences, we can better assist our clients in optimizing their digital marketing strategies and enhancing their websites to meet patient expectations.

If you aren’t currently a client, our team at Infinity Dental Web is here to help. Contact us today to learn more about how we can tailor your website to meet patient needs and elevate your practice’s online image.